The 27 brands that have partnered with the Esports World Cup can be divided into three categories: endemic sponsors, non-endemic brands, and Saudi Arabian brands and governmental operations. Endemic sponsors are those that are directly related to gaming and esports. Among the eight endemic sponsors are Lil Snack and GamesBeat, who have created customized games for the audience to engage with the GamesBeat content. Honor, the Huawei-owned phone manufacturer, has been named the official smartphone of the EWC. LG UltraGear, a hardware manufacturer, is the event’s official gaming monitor sponsor. Bayes Esports and Grid Esports, two leading esports data providers, have partnered with the Esports World Cup to provide live match data.
Non-endemic brands, which are not directly related to gaming, have also signed sponsorship agreements with the Esports World Cup. These include major players in entertainment, FMCG, and technology. Adidas, the apparel brand, is the EWC’s official merchandise partner. KitKat, the candy bar brand, is sponsoring the event’s pause breaks to promote its “Have a Break” philosophy. Pepsi is supporting the event’s festival activations, including the Rockstar Bar and Falcon Esports HQ. TikTok has been named the official entertainment platform of the EWC and will introduce custom icons and features exclusive to TikTok LIVE for the event. Sony, in a multi-pronged partnership, will produce a behind-the-scenes documentary and an anthem for the Esports World Cup. DAZN, the global streaming platform, will broadcast the event for free as part of a broader initiative. Warner Bros. Discovery will air the event on its Eurosport and CNN brands, while select events will be available on the Max streaming platform. Star Sports Network, an Indian broadcaster, will air the event on its YouTube channel and linear television channels. Unilever’s Clear Men Shampoo and Axe Body Spray will promote their men’s brands during the event. Amazon has partnered with the EWC as its official commerce platform, offering promotions and discounts to attendees. Audiotool, a sound mixing tool, will host a game audio remix contest for the EWC.
Saudi Arabian brands and governmental operations have also partnered with the Esports World Cup to further the Saudi Arabian government’s strategic objectives. ARAMCO, the state-owned petroleum and natural gas company, is the title sponsor of the Aramco SIM Arena. STC Group, the Saudi Telecom company, is providing seamless connectivity across all EWC venues and supporting the event’s broadcasting requirements. Dr. Sulaiman Al-Habib Medical Group has partnered with Saud Esports team POWR to host its team HQ during the event. Jameel Motorsport, a newly launched motorsports division, is hosting several activations at the EWC, including VR racing. Barn’s Coffee is the exclusive coffee provider of the event and will have a booth at the festival.
In conclusion, the Esports World Cup has attracted a diverse range of brands as sponsors, including endemic sponsors, non-endemic brands, and Saudi Arabian brands and governmental operations. While some brands may have taken a risk by associating themselves with Saudi Arabia, the tournament offers them access to a large and engaged audience. The partnerships with these brands not only provide financial support for the event but also help to promote the growth of esports ecosystems and the gaming sector in Saudi Arabia.
